Holie's, the Dutch cereal brand, launched Wake Up, Big Cereal, a campaign pressing the category's biggest manufacturers to remove added sugar across their entire portfolios rather than in a handful of products.
The brand is going as far as sharing its own no-added-sugar recipe with rivals. Its case rests on scale: Holie's says major names including Kellogg's, Quaker and Jordans still make most of their Benelux and UK sales from cereals containing added sugar, together worth around €700 million a year (NIQ, 2025). Every Holie's product carries no added sugar or sweeteners and is high in protein.
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The activation runs across Amsterdam, Brussels and London from 16 September, spanning outdoor advertising, a taxi wrap and social collaborations.
"Less sugar should be the standard, not the alternative," said co-founder Valentijn van Santvoort.
The push comes as Holie's scales in the UK, where it reports a £1 million run rate, up 300% year on year, following a nationwide Morrisons listing.
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